Parle Agro’s popular mango drink Frooti has ventured into long-form branded storytelling with a six-part web series called YAAR LOG!. The series, produced by Terribly Tiny Tales (TTT), focuses on the dynamics of friendship among a close-knit group of friends, one of whom is nicknamed ‘Frooti’. The storyline follows the group as they face emotional upheaval when one of their friends announces that they will be moving abroad. Through humor and everyday situations, the series captures the essence of contemporary Indian friendships, shaped by shared rituals, group chats, and familiar comfort objects, including Frooti.
What sets this series apart is its subtle approach to product placement. Rather than being a conventional, in-your-face advertisement, Frooti is woven into the narrative as a symbol of familiarity and emotional connection. This approach marks a significant shift from traditional advertising to narrative-driven engagement, reflecting a new direction for the brand. According to Nadia Chauhan, Joint Managing Director and CMO of Parle Agro, “Frooti has always been more than just a beverage. It’s been a constant companion in people’s lives, across generations and moments, big and small.” The series aims to deepen this connection by becoming a part of the stories people live and remember.
The series explores themes of relationships, change, and distance, particularly in young adulthood. It uses everyday moments like group hangouts, fridge raids, and emotional outbursts to underline its themes. Anuj Gosalia, Founder & CEO of TTT, notes that “YAAR LOG! is for every group chat that went silent after one friend left.” The series is a relatable and engaging portrayal of friendship and the challenges that come with it. By partnering with TTT, Frooti has created a unique and compelling narrative that resonates with its target audience. Overall, YAAR LOG! is a refreshing take on branded storytelling, one that prioritizes emotional connection and narrative over traditional advertising methods.